Market Segmentation Analysis Based On Customer Value

Marketing theory and customer relationship management theory have developed greatly, not only in philosophy but also in methodology, since the theories brought. Many of these theories have been successfully applied in the field of enterprises. Companies have converted their core running principle from focusing on product to focusing on customers. Customer always plays an important role in companies'survival and development. There has not an effective method to identify the customer value well and truly in the customer relationship management. The precondition of customer relationship management is customer segmentation. Moreover, effective segmentation can help companies recognize value customers, in order to make market strategy.The analysis of market segmentation has processed in this paper, expounding the segmentation variables and methods based on customer value in existence. After that derivated the variables and methode we used in this paper. Secondly, we studied customer value theory in customer relationship management, sum up the conception of customer value. Then considering Word-of-Mouth value, individual customer value model is proposed. And through the research of M company, customer value model and customer segmentation model is used. K-means has improved through fuzz mode and appending weight to segment variables in this paper, so that the segmentation result will be more helpful to the marketing strategy making.